Madlug becomes ‘friend of’ Joules

Madlug join hundreds of other companies, including Cox and Cox and Anorak, enabling consumers to buy their bags through the major retailer’s website. Partnership with the global brand provides great exposure of the Madlug story and vision- that every child in care is incredible.

Madlug was born in 2015, by Dave Linton, after he learned that many of the UK’s 90,000 children in care carry their life’s belongings in bin bags.

Madlug’s innovative ‘buy one give one away’ approach has raised awareness of value and worth of children in care by donating high quality bags with every purchase. The Richhill-based firm works tirelessly alongside Health Trusts and charities across the UK ensuring these bags are received by those children moving within the care system. Brands are increasingly expected to take a larger role in society- which helps further customer trust.

According to Edelman Trust latest research (2019), 64% of consumers are belief driven buyers which has increased by 17% since 2017. Proving that buying is based on brands impact on society, Madlug are well placed in the marketplace in selling their award winning bags that make a difference.

Dave Linton, Founder of Madlug, said: “We want to thank the Joules team for inviting us to partner with us. It is so uplifting to see a global brand looking for social enterprise companies like ours to sell on their website. This will seriously increase our sales, so more bags can be given to children in care.

“Moreover, we hope that this new partnership will expose more of our story- that children in care are incredible and that no child should ever carry their life in a bin bag.”

Emma-Marie Burrows, Friends of Joules Marketplace Commercial Manager added: “Friends of Joules is a fantastic marketplace, bringing together the perfect mix of unique brands for our country loving customers. We’re delighted to have Madlug join us, their social vision and purpose is inspiring and we’re thrilled to be able to introduce them to our customers and support their cause.”

Madlug have donated over 20,000 bags to children in care across the UK since they launched in 2016. With every bag purchased, Madlug will give a bag to a vulnerable child, which will help the on their way with dignity.

To find out information about Madlug visit: www.madlug.com

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